KOREASCHOLAR

INTRINSIC VALUES REFLECTED IN LUXURY FASHION ADVERTISING: AN EXPLORATORY STUDY

Antigone G. Kyrousi, Athina Y. Zotou, Eirini Koronaki, Anastasios Panopoulos
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/423655
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Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
p.1069
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

Luxury brands are increasingly embracing intrinsic values in their advertising campaigns. This paper reports an exploratory study examining the adoption of value-laden advertising focusing on intrinsic values. Through a content analysis of ads from 9 top luxury fashion brands, the depiction of intrinsic values was examined. Research results are discussed and academic and managerial implications are presented.

Keyword
Luxury advertisingLuxury consumptionValues
Author
  • Antigone G. Kyrousi(Deree - The American College of Greece, Greece)
  • Athina Y. Zotou(Deree - The American College of Greece, Greece)
  • Eirini Koronaki(University of Western Macedonia, Greece)
  • Anastasios Panopoulos(University of Macedonia, Greece)